The document discusses lean content and tactics for creating effective content. It advocates using behavioral research and metrics to measure success. Ten tactics are provided for content creation, including using specific language focused on behavior, testing hypotheses with small budgets, designing email MVPs focused on subject lines, capturing emerging principles, reading content aloud and cutting unnecessary information, focusing on outcomes rather than features, removing trigger words, leading with meat rather than fluffy headlines, and choosing either a "we" or "you" perspective. The overall goal is to validate relevance with low-cost, low-risk testing before full-scale development.

1. Lean
Content
Nov 2016
@steph_hay

4. master the addictive
qualities of television
and do something good
with them

6. THIS IS
PRETTY MUCH
HORSE SHIT

8. .. content based on actual
behavioral research, and a
way to measure success

18. lean content
the lowest-cost,
lowest-risk way to
validate relevance
before building

19. the outcome of achieving
“right message, right person, right time”
… for more than four decades, too
relevance

20. http://bukk.it/srsly.gif
1. real and specific language
2. a no-mercy focus on behavior
3. progressive disclosure, by design
what it takes

21. http://bukk.it/srsly.gif

22. BORDERLA
NDS

23. BORDERLA
NDS

24. BORDERLA
NDS

25. BORDERLA
NDS

26. BORDERLA
NDS

27. BORDERLA
NDS

29. BORDERLA
NDS

30. BORDERLA
NDS

31. http://bukk.it/srsly.gif
1. real and specific language
2. a no-mercy focus on behavior
3. progressive disclosure, by design
what it takes:

32. ACTUALLY
DOING IT

33. http://bukk.it/srsly.gif
1. Create test scripts (val props as hypotheses)
2. Play in Keyword Planner or Google Analytics
3. Put $20 on each val prop
4. Design an email MVP (focus on subject line)
5. Capture principles as they emerge (not
before)
6. Read your stuff out loud, cut ALL the crap
7. Finish this: “Now you can…”
8. Axe empty trigger words
9. Kill your fluffy headlines; lead with the meat
10.Decide if you’re a “we” or a “you”
10 things

34. http://bukk.it/srsly.gif
1. Create test scripts (val props as hypotheses),
watch for conversion-oriented language and
behavior

35. http://bukk.it/srsly.gif
1. Create test scripts (val props as hypotheses),
watch for conversion-oriented language and
behavior

36. WHERE DO I SIGN UP
WHEN IS IT READY
HOW MUCH $
CAN I USE IT NOW

37. http://bukk.it/srsly.gif
2. Play in keyword planner + analytics to find demand

38. http://bukk.it/srsly.gifhttp://bukk.it/srsly.gif
3. Put $20 on each val prop to test LANGUAGE, not la

39. http://bukk.it/srsly.gif
4. Design an email MVP (focus on subject line)

40. http://bukk.it/srsly.gif
5. Capture principles as they emerge (not before)

41. http://bukk.it/srsly.gif
1. Create test scripts (val props as hypotheses)
2. Play in Keyword Planner or Google Analytics
3. Put $20 on each val prop
4. Design an email MVP (focus on subject line)
5. Capture principles as they emerge (not
before)
6. Read your stuff out loud, cut ALL the crap
7. Finish this: “Now you can…”
8. Axe empty trigger words
9. Kill your fluffy headlines; lead with the meat
10.Decide if you’re a “we” or a “you”
10 things

42. http://bukk.it/srsly.gif
1. Create test scripts (val props as hypotheses)
2. Play in Keyword Planner or Google Analytics
3. Put $20 on each val prop
4. Design an email MVP (focus on subject line)
5. Capture principles as they emerge (not
before)
6. Read your stuff out loud, cut ALL the crap
7. Finish this: “Now you can…”
8. Axe empty trigger words
9. Kill your fluffy headlines; lead with the meat
10.Decide if you’re a “we” or a “you”
10 things

43. 43
Tactic #6: Read it out
loud, from end-to-end
If you feel fake, or you
uncover missing
details, it’s not real
enough yet.

44. 44
Tactic #7: “Now You Can”
Start with these 3 words.
Finish the sentence.
Delete these 3 words.
What’s left is the meat.

45. 45
Tactic #8: Axe Trigger Words
Simple, Easy, Quick,
Fast, Just, Only, Best, First
These are outcomes, not features. When
we design great experiences, our
customers say these words. (Not us.)

46. 46
Tactic #9: Kill fluffy headlines
Your subheads are already 10x better.

47. 47
Tactic #10: “We” or “You”
Know your lead. Is it your brand or the
customer outcome?

48. http://bukk.it/srsly.gif
1. Create test scripts (val props as hypotheses)
2. Play in Keyword Planner or Google Analytics
3. Put $20 on each val prop
4. Design an email MVP (focus on subject line)
5. Capture principles as they emerge (not
before)
6. Read your stuff out loud, cut ALL the crap
7. Finish this: “Now you can…”
8. Axe empty trigger words
9. Kill your fluffy headlines; lead with the meat
10.Decide if you’re a “we” or a “you”
10 things

49. http://bukk.it/haters3.jpg

50. lean content
the lowest-cost,
lowest-risk way to
validate relevance
before building

51. http://bukk.it/srsly.gif
1. real and specific language
2. a no-mercy focus on behavior
3. progressive disclosure, by design
what it takes:

52. the outcome of achieving
“right message, right person, right time”
… for more than four decades, too
relevance

55. Share love/hate
feedback to
@steph_hay